A recent survey on Twitter produced the following results:
It seems Samsung is perceived as a more important IoT player than Microsoft. Also, one third of the respondents believe that Microsoft will abandon the IoT arena. However, when Apple launched the iPad, Microsoft tried to come on the market with a similar product. After a quick failure, the company from Redmond understood its mistakes, took its time and brought Surface to the market.
The question is why Samsung is so strong and why it is perceived as so strong. After all, the Korean giant is best known as a mass producer, not a as a pioneer. IoT is a technology based on diversity. This contrasts with mass production.
My guess is that Microsoft is seen as an underdog. This could be a mistake from Samsung. The West coast IT company is known to make mistakes, but also recognized as a street fighter. And street fighters are good at wining matches.